Kai and Charles Huang, co-creators of Guitar Hero, unveil a new startup focused on promoting healthier and more physical lifestyles through gamification. The startup, which officially launched in 2011 but has been operating in stealth mode, is called Blue Goji.

In an interview with AllThingsD, Blue Goji CEO Kai Huang describes a new set of highly interactive games that will make time go faster while using treadmills, stair climbers, and exercise bikes. Traditional exercise activities will be enhanced with games designed to push users through their exercise routines and reward their efforts. Huang says the games will be more immersive and habit-forming than more common workout distractions such as listening to music, reading, or watching TV. In concept, people will be more loyal to their workout regimes because they want to return to where they left off in their games.

“The objective is to make them so fun that you want to come back, and you want to play them, and fitness becomes a byproduct.” – Kai Huang, CEO Blue Goji

While the new gaming platform has yet to set a price point, Huang expects to commercially launch before the 2013 holiday shopping season.